In Fayerwayer, we talked to Leandro Peralta from IBM to tell us how the Watson's AI allows to improve the efficiency at Christmas.
Watson is the computer system IBM Artificial Intelligence who gave the first kick to talk about AI in the market.
Today, this technology is also used by retailers and customers to improve and improve filters and configurations for the distribution and purchase of products.
Christmas is coming, and there are thousands of companies that offer discounts, promotions and exclusive gifts. But how to make the correct filter?
Solutions that allow you to know every client in a unique way, helpers who provide information in real time, automated marketing campaigns, online stores that are tailored to customer profile, tools to know exactly the time and day the product will arrive. It is not the future, in Latin America The use of this type of tools with Artificial Intelligence in the processes of marketing, business commerce, physical stores and supply chain is a reality.
Imagine this: Artificial Intelligence allows your entire trip as a buyer to be fully planned and satisfied, because you went to a physical store or received promotion by SMS until you have the product in your hands only on time and day when he promised you mark.
To learn more about this process supported with AI, at Fayerwayer we talked Leandro Peralta, leader of IBM Watson Customer Engagement for Latin America.
FW: How does Watson work with the AI to lead business companies or brands into an effective strategy to reach the customer?
LP: IBM Watson helps to work very efficiently, simple and satisfying, for the brand and for the final client. The tools that have Watson's Artificial Intelligence allow you to design, manage and control the entire trip of the users to create unique and personalized experiences.
It deals with customers in a unique way: their tastes, preferences, behaviors, all in real time and a natural way to reach people through their favorite channels (email, SMS, etc.), with information and promotions. They really relate to them.
Who received a proposal that has no profile at all? Probably most of us, since in marketing we used to segment users according to gender, age or geographical location. With Artificial Intelligence, brands / companies can generate customer based micro-segments based on lifestyles, interests, purchasing, social networking, life scenarios, places and more. This translates to customer fidelity and experience.
It is a "victory victory". It wins the brand that uses this type of tools because it saves time, money and results in real time, to make decisions about possible scenarios related to market campaigns, price of dynamics, visibility of products in the online store, inventory, among many other processes. And the final customer also wins, because his experience is satisfying from beginning to end: because he gets a promotion on his mobile device, until he will deliver the product he has bought or received at home at the time and day. what they promised to him.
FW: You emphasize a lot in not being an academic with AI in the business. But how does it succeed, is it almost practically the business to work with the insistence of the sample of its products to attract customers? How does YI mitigate this process?
LP: Retail has evolved with the help of emerging technologies such as Artificial Intelligence and, as part of this development, it has proven that a successful brand is not one that insists on all channels invasive, but that reaches the customer in the location and precise moment.
It's like throwing arrows. It is not about throwing many to the edges or out of the board, but throwing one straight into the center.
In simple terms: it is not the same to receive an SMS with an offer when you only received the salary – which is more susceptible to buy – than to receive it two days ago, when you are worried about not override. It is not the same to receive an email by offering diapers when you have no children than to get it when your baby is just born.
We need to know the customers and the power of technologies such as Artificial Intelligence is just that. Loyalty to customers lasts for a long time, but losing it only requires seconds or minutes. IA tools such as IBM Watson provide the creation of interconnected customers, giving full visibility (not only to retailers but to telecommunications companies, banks, insurers, etc.) about what happens with the points of contact with people. Analyze large amounts of data, never before was so simple.
FW: How important is the exact use of data on such important dates for business such as Christmas?
LP: It is fundamental for two reasons. The first is that, if you have the right data about clients as individuals and the ideal tools to make the processes of marketing, commerce and supply chain, which definitely translate into sales. It is enough to achieve coordination of all the factors to succeed. The end of the annual seasons is a unique opportunity for brands to access new customers or existing services.
The second reason is directed to the responsibility of the data. It is necessary for brands to protect consumers from their consumers and their privacy, because it translates into confidence. It's not just a simple best practice, today everyone is waiting to do it. In IBM, for example, the tools we offer to brands are completely aligned with data protection policies.
FW: What new innovations in AI could see in the not far-reaching future in the e-commerce sector for example?
LP: I would highlight four:
– Know and talk to individuals: As mentioned above, the exchange of communication to a customized level is part of the success. Businesses have gone – over the years – have thousands or millions of people in their database. So Artificial Intelligence allows us to offer personal experiences to users, not just to find out about products / promotions, but also to answer their questions and guide them through their decision-making process.
– Search engines or smart search engines: search engines that can really understand the context and assert, because when a person searches for a website for a product and can not find it, it opens a new window to look for it in another shop, and so easily the competition These cognitive seekers , in which we are working on IBM, have the ability to understand the context of the client's search, for example "red dress shoes" and that the search actually throws shoes that combine with this clothing, and not showing red clothes.
The other thing is that when a search engine detects an intention as well as searching for a product, for example, "where my order is", I can immediately understand that it is related to a request for help and send it to the information where the order is of purchase or how much it is missing .
– Omniveleco: whether by means of a website, a mobile phone or a physical store, people want to connect with a brand and connect experiences. See an online product and buy it in a physical store; try it in a physical store, buy it online and get news about your mobile phone, etc.
– Dynamic prices: This concept is not new, but it is when new technologies are implemented. Now, companies / brands can consider factors such as market demand, social feelings, competitive prices, inventory availability, day-by-day, conversion rates and more, to assign prices.